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Couture-conscious online shoppers can now buy designer clothes on Jabong.com, with the e-tailer tying up with renowned designers Rohit Bal, Wendell Rodricks and Nishka Lulla to exclusively sell their products.

Marketed as Indias favourite designers at guilt-free prices on the Jabong website, the company is addressing fashion conscious consumers by offering them affordable designerwear.

Rohit Bal will be designing exclusively for the online channel and the collection, to be available soon, will be priced between R8,000 and Rs 15,000.

Last year, the designer had partnered with Indian womenswear brand Biba for a collection, which online shoppers were initially able to buy only from Myntra.com.

We are trying to get what is exciting for the Indian consumer. The Rohit Bal signature collection is available exclusively with us. We are evaluating more designers as we see fit, Arun Chandra Mohan, managing director and co-founder of Jabong.com, told FE.

At present, Jabong has tied up with seven established designers, but the website also supports young and upcoming

designers. It is a fast track and cost-efficient way to address the opportunity. Our focus is differentiation in the catalogue, Mohan added.

Moreover, the e-tailer is set to launch a fashion magazine on the lines of Vogue in April this year, which will focus on the various elements of fashion trends.

Experts say designer garb online is an emerging trend, as fashion designers would rather invest in the online model instead of brick-and-mortar boutiques to save costs and achieve higher consumer reach.

It is a good way to test how successful the collection would be before the designers launch them offline. However, this might backfire too, as the value proposition of an exclusive designer garment gets diluted once it gets mass marketed, said an analyst.